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International Conference on Brain Informatics

BI 2009: Brain Informatics pp 96–105Cite as

The Effect of Information Forms and Floating Advertisements for Visual Search on Web Pages: An Eye-Tracking Study

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Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 5819))

Abstract

Users’ visual search on a Web page is impacted by information forms, information layout, Internet advertisements (ads for short), etc. Text and picture are two important forms of expressing the information on Web pages, and it is generally through the two forms of title that users can search their desired information. This study investigates the effect of the two basic information forms and floating ads on visual search using eye-tracking. By analyzing the visual search time and pupil diameter, the results show that it is easier to find the picture than the text; whether the target is text or picture, floating ads do not significantly impact people’s visual search time, however, it would make people bored.

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Author information

Authors and Affiliations

  1. International WIC Institute, Beijing University of Technology, Beijing, 100022, P.R. China

    Mi Li, Jingjing Yin, Shengfu Lu & Ning Zhong

  2. Liaoning ShiHua University, Liaoning, 113001, P.R. China

    Mi Li

  3. Dept. of Life Science and Informatics, Maebashi Institute of Technology, Maebashi-City, 371-0816, Japan

    Ning Zhong

Authors
  1. Mi Li
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  2. Jingjing Yin
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  3. Shengfu Lu
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  4. Ning Zhong
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Editor information

Editors and Affiliations

  1. Department of Life Science and Informatics, Maebashi Institute of Technology, 460-1 Kamisadori-Cho, 371.0816, Maebashi-City, Japan

    Ning Zhong

  2. Department of Radiology, Xuanwu Hospital of Capital Medical University, 100053, Beijing, People’s Republic of China

    Kuncheng Li

  3. The International WIC Institute, Beijing University of Technology, China

    Shengfu Lu

  4. Institute of Biophysics, Chinese Academy of Sciences, 15 Datun Road, Chaoyng District, 100101, Beijing, China

    Lin Chen

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© 2009 Springer-Verlag Berlin Heidelberg

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Li, M., Yin, J., Lu, S., Zhong, N. (2009). The Effect of Information Forms and Floating Advertisements for Visual Search on Web Pages: An Eye-Tracking Study. In: Zhong, N., Li, K., Lu, S., Chen, L. (eds) Brain Informatics. BI 2009. Lecture Notes in Computer Science(), vol 5819. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-04954-5_20

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  • DOI: https://doi.org/10.1007/978-3-642-04954-5_20

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-04953-8

  • Online ISBN: 978-3-642-04954-5

  • eBook Packages: Computer ScienceComputer Science (R0)

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